Chemistry Communications Inc. | Agency Profile, Contacts, AOR, Client Relationships
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- (412) 642-0642
Chemistry Communications Inc. Contacts
|Ned S.||Chief Executive Officer||PA|
Sample of Related Brands
|Geoff T.||Chief Creative Officer & President||PA|
|Dan D.||Chief Interactive Officer||PA|
|Jason D.||Executive Vice President, Media||PA|
|Mark V.||Vice President & Group Account Director||PA|
|********'* ********** ** *******||Digital, Media Buying||2016||present||******|
|**********||Creative, Digital, Media Buying, Media Planning||2019||present||*|
|********** **********||Creative, Digital, Media Buying, Media Planning||2019||present||*|
|****||Creative, Digital, Media Buying, Media Planning||2019||present||*|
Campaign Imminent: Massage Envy taps new CMO ahead of key holiday season (Score 61)
Effective September, Massage Envy (ME) has a new chief marketing and innovation officer: Julie Cary, who served as Belk's chief customer officer from 2018-2019 and as LaQuinta's CMO from 2006-2018. At La Quinta, Cary is credited with playing "a key role in the revitalization and expansion," per Franchising.com. Now, she will lead all ME's consumer and employee brand marketing functions such as brand strategy and promotion, retail and service innovation, digital marketing, field marketing, PR and social media. We expect ME's digital and social media spend to pick back up under her leadership.
According to iSpot, the company hasn't invested much in national TV since mid-April, likely due to the global pandemic; however, its YOY spend is on the rise. This year's commercials target Gen-Z and millennials with a slight male skew, with top shows including Friends, Diners, Drive-Ins and Dives, SportsCenter, South Park and American Dad. A YTD spend of approximately $7.5m marks a 9% increase from the approximately $6.9m spent by this point last year; ME's full 2019 spend dropped by 25% to around $12.2m from around $16.2m in 2018.
On the other hand, Adbeat estimates the company only allocated $111.3k toward digital display from September 2019-2020, around a tenth of the $900k spent from September 2018-2019. Most of the past year's spend went toward YouTube videos ($62.3k) and programmatic ads placed via MaxPoint ($26.1k) onto sites such as signupgenius.com ($4.2k), usnews.com, thedelite.com, bradsdeals.com and songkick.com.
Additionally, Magellan reports ME has aired 16 podcast ads within the past year; Pathmatics reports it invests in Facebook ads.
ME provides massage and skin care services that were not only not deemed "essential," but are even relatively risky of spreading the coronavirus since they so often require physical touch and shared personal space with other people. Its target demographic typically consists of women and gift-giving men, particularly Gen-Z and millennials, and its spend often spikes ahead of the holiday season in Q4. Kantar data reports ME also utilizes OOH, print (newspapers), radio and local broadcast, and we expect it's also investing in OTT.
Agency & martech readers - Agency reviews often follow one another, especially under new marketing leadership; since ME appointed digital AOR Carat.